SunChips Begins Komen Marathon

Frito-Lay has begun a yearlong campaign supporting SunChips' sponsorship of the Susan G. Komen Breast Cancer Foundation.

SunChips has signed as the official sponsor of Komen's Race for the Cure Series National Volunteer Recognition Program. The brand will run promotions during 110 Komen Race for the Cure events and an on-pack "Crunch for the Cure" fundraiser during October, which is National Breast Cancer Awareness month.

Crunch for the Cure asks consumers to submit proofs of purchase from SunChips bags marked with a pink ribbon to trigger a 25-cent donation (up to $250,000) to the Komen Foundation. The program will run from October through Dec. 15.

Meanwhile, SunChips will host a hospitality area for volunteers and a "Volunteer Thank You Wall" at 100-plus races, inviting race participants to post thank you notes to race volunteers. All posting will be collected and then displayed at Komen's last race of the year, in San Diego.

SunChips also will post volunteer resources at Sunchips.com, including race info, photos and testimonials from past volunteers, a virtual Thank You Wall and a SunChips Volunteer of the Year award program.

The Marketing Arm, Dallas, handles the campaign for Plano, TX-based Frito Lay.